Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Self Services and Disservices: Improving Avatars with Co-Design
Högskolan i Borås, Institutionen Handels- och IT-högskolan.
2014 (engelsk)Doktoravhandling, monografi (Annet vitenskapelig)
Abstract [en]

Corporations and government agencies that use Avatars claim there are substantial benefits for using them in their respective organizations; including 24/7 service availability, quick answers without a phone queue, and improved consistency in the responses provided. “There are also potential cost savings by having an Avatar answering questions compared to using personnel” (Lind and Salomonson, 2006). However, these benefits may not be great enough as the lack of possible human communication may lead to alienation between individuals and organisations. Furthermore, a robot may “miss out” on business opportunities that a human would act on. A robot will not hear and understand nuances in speech, with the risk that a potentially problematic situation may not be adequately resolved, leading to dissatisfaction with products and services delivered. Many companies measure the satisfaction with Avatars by analysing question and answer logs to see if the Avatar appears to give satisfactory answers. Few of these companies have actually asked their customers (e.g. IKEA and SAS until recently) what they really feel about the quality of the answers they receive. User Centered Design, Participatory Design and other methods are the preferred ways of developing such systems, but these do not include all stakeholders. This thesis addresses this exclusion of all stakeholders by applying a co-design research approach for developing avatars for e-Services. Case studies from Mark Municipality, Sweden and Scandinavian Airlines Systems (SAS) are presented in this thesis showing how improvements of service quality aspects with Avatars can be managed by applying a four-step Co-Design research approach. From the first step of Co-Design, through interviews, log analysis and a channel survey, findings show that the failed dialogues with Avatars Eva (SAS) and Elin (Mark) are mainly concerned with five factors: interactivity; dialogue capability; consistency; knowledge; and synonyms. In the second step of carrying out customer workshops, a number of ideal scenarios are suggested for the Avatars to perform better. In the third step, SAS decision makers decided to implement the first three scenarios: Eva’s synonyms, knowledge and consistency. Mark decision makers decided to shut down their Avatar Elin, as they did not believe they had the necessary resources. In the fourth step, another channel survey was carried out for SAS as well as a new log analysis in order to know the impact of the redevelopment of the above three scenarios. An important result of the study was that the company adopted the continuous use of Co-Design as an approach to continuous improvement of the service quality performed by the Avatar Eva. This, for example, led to an increase of 14 percentage points on the users overall satisfaction level. The results also open a new set of questions framing the relation and transformation between Co-Design as a research approach for knowledge creation and Co-Design as a method for innovation and service quality improvements. This thesis also presents an Extended Co-Design Model, which illustrates how Co-Design inspires SAS staff. In addition, the staff of the supplier of the Avatar use it for other functions within and without SAS.

sted, utgiver, år, opplag, sider
Asian Institute of Technology. School of Engineering and Technology , 2014.
Emneord [en]
Co-Design, Avatar, e-Services, Self Service Technologies, Informatik
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-3711Lokal ID: 2320/14465OAI: oai:DiVA.org:hb-3711DiVA, id: diva2:877101
Tilgjengelig fra: 2015-12-04 Laget: 2015-12-04 Sist oppdatert: 2018-01-10

Open Access i DiVA

fulltekst(1729 kB)4601 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1729 kBChecksum SHA-512
84ecee9cc628c512efb250a983b24fdbfd1048b1a78c81be5c85aeb927958c5e8dc05b7b659c3ccf3a3b30b902653dd00ba5f72cfa54e855d94f842e87937f5e
Type fulltextMimetype application/pdf

Person

Alm, Håkan

Søk i DiVA

Av forfatter/redaktør
Alm, Håkan
Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 4601 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 1470 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf